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Wouldn’t life be so much easier only if we knew the perfect formula to tell us which combinations of different elements in a web page would work the best for bringing in more traffic? We wouldn’t have to indulge in continual testing and optimization for improving our websites’ effectiveness in order to increase our conversions for raking in the moolah. Alas! In this context, SEMs and site owners can forget about having a rosy life. But in a pioneering effort to make life easier, a statistical technique called “Multivariate Testing” has been developed as an improvement on previous testing processes. Read on to know more:
What is Multivariate Testing?
In the early days of marketing, A/B testing was a popular testing procedure. In this technique, we varied only one element of a system and measured the results before and after the change in order to analyze that change’s relative impact. The problem with using this technique for web page optimization was the fact that SEMs were limited to making only one change per page at a time. So the same process had to be repeated a number of times for proving the results with certainity and later experimenting for achieving the same. with experimentation. Then, a Japanese engineer named Genichi Taguchi developed certain complex multi-variable systems which dispensed with the whole notion of A/B testing altogether. He showed the world the Multivariate Testing technique by which we could test several variables ‘at the same time’ by the careful selection of various combinations, and finally the version of each variable which would work the best, is revealed. This technique basically makes it possible to run the equivalent of numerous tests to run simultaneously, which enhances the response rate effectively.
Importance of Multivariate Testing in SEM
Multivariate Testing is literally like a magic wand in the hands of a search engine marketer. This testing tool offers virtually limitless possibilities to keen users and is extremely helpful for getting the most out of website visitors. Since time is of essence in any business, you can quickly determine the impact of each variation of a test to help you respond faster to changes in scenario. It becomes very easy to identify the variations and the ratios in which they should be combined in order to yield the best results. Multivariate Testing can also help SEMs focus their ensuing tests on the variations as identified before, to bring in greater success.
Most Multivariate Testing solutions provide an evaluation option for your statistics, not only after the completion of your test but even during it, so you can optimize your site continually. Some websites have known to be benefitting from constant, round-the-clock optimization, as a result of the continuous changing of visitor responses to website elements. This kind of testing has an easy interface which makes the tests fast to set up and run within minutes of set-up. Also, this test process is ready-to-activate as you can vary your campaign options and behavioral metrics effortlessly.
So, forget about spending hours trying to guess the best design layout for your page, the colors which would work the best or if you should have a long copy or otherwise. Let Multivariate Testing do the job for you and fast!
